Mobile Search is on the Rise- Optimize Now!

Google is the number one search engine, with consumers entering search queries across all devices.  In the next year, it is predicted that mobile search will surpass desktop search.  With mobile as the go-to device, marketers need to optimize their search in order to maximize effectiveness on desktop and mobile.

First, consumers using mobile are usually searching differently than they would on desktop.  Consumers often use mobile devices for research and comparison shopping.  Other information that is immediately valuable are store hours, directions, and a phone numbers.  Google has enhanced search features called ad extensions that allow marketers to deliver the most relevant information to consumers.  These extensions increase the size of the ad, taking up more space on the page and usually generate higher CTRs than ads without extensions.  Extensions can include extra links to different pages of the sites, directions right in the ad, or click-to-call functionality.  This New York and Company ad has all three extensions, giving consumers everything they need with one click. 

Last fall, Google announced that ad extensions would factor into the ad rank algorithm, making them crucial for paid search success.  Recently, Google announced the second line of ad copy will often be replaced by an extension in mobile search ads.  See the example below.  This change will require marketers to look at their paid search copy for mobile and make any changes necessary to lead with the strongest copy in the first line or shorten overall ad text.  Marketers optimizing copy for mobile and using ad extensions will see the best paid search performance.